X Corp filed an antitrust suit accusing the World Federation of Advertisers and major brand advertisers, including Colgate-Palmolive, Mars and CVS Health, of coordinating an illegal ad boycott in response to platform policy changes. The complaint sought damages and injunctive relief for alleged refusal to deal.

U.S. District Judge Jane Boyle ruled that X Corp failed to show any concrete harm under federal antitrust law, finding no evidence of coordinated market damage or injury. The judge dismissed all claims, ending the case at the trial court level.

With the suit dismissed, Colgate-Palmolive avoids any potential liability, litigation costs and reputational risk. The decision clears uncertainty over its advertising strategy on the platform, allowing uninterrupted marketing operations.